Material expertise: The case of the craft entrepreneur Lucie Rie

By following the historical case of the world‐renowned potter Luce Rie, we study the relationships between the accrual of material expertise, entrepreneurial actions, and successful craft venture outcomes. Drawing from Sennett's material consciousness framework and Fisher's resource‐based propositions of effective entrepreneurial actions, we enhance understanding of the material drivers of such actions, how material expertise can contribute to self‐imposed constraints, and how these constraints may contribute to positive craft venture outcomes. Our findings thereby contribute to a nuanced understanding of the intimacy between human and material agency in entrepreneurship and reveal a craft approach to managing the tension of novelty and control at the heart of strategic entrepreneurship. Furthermore, our analysis contributes to broader reflection on the definitions of venture success, value generation, and growth.Craft‐based ventures are increasingly recognized as vital to thriving and sustainable economies. However, our understanding of the drivers of entrepreneurial actions that contribute to successful craft venture outcomes remains limited. In this article, drawing from our analysis of the historical case of the world‐renowned potter Lucie Rie using theoretical insights from the craft literature, we focus on the role of material expertise. We thereby identify how a craft entrepreneur's intimate understanding of their materials may help them identify and act upon opportunities, overcome problems, engage a community, and innovate to support the viability of their venture as well as achieve outcomes that motivate the venture in the first place, namely to continually refine their craft and shape audiences' understanding of the value of skilled making.